Handpicked Britain Creative Concept
Rosie Olivia March
Contents
1. Mission
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2. Concept
6-7
3. Demographic
8-9
4. Location
10-11
5. Marketing
12-13
6. Competition
14-15
7. References
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Mission
When exploring a city for the first time, the best places are often those that are stumbled upon simply by accident, when lost or looking for something else. These are the places that are not usually mentioned in travel guides; yet they are ultimately what give each city its unique charm and character. Handpicked Britain loves these hidden spots and has made it their mission to uncover them and share them with the world. Here at Handpicked Britain, we don’t care for prestige or price; we look for those places that have that little something special. We think high street chains are boring and fast food franchises are dull. It’s those ramshackle pubs; tucked away down a side street, filled with locals and brimming with character; that we believe make Britain, British. It’s the creativity that defines our cities, and it’s these hidden gems that deserve to be shouted about.
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Concept Our mission is to offer a helping hand to tourists who want their travels to differ from the norm; providing consumers with the opportunity to plan their trip using local people’s specialist knowledge. By working closely with local artists, photographers and other creative individuals; we aim to create a range of visually stimulating, alternative guide books for a selection of major towns and cities around Britain. They will be filled with a thoughtfully handpicked collection of independent eateries, bars and galleries alongside uncommercialised street art and public sculptures. ‘Handpicked Britain’ aims to revolutionise the way tourists explore a city; inviting them to discover places in a brand new way. Our belief is that each person’s experience should be unique to them; so we will never be biased or try to persuade. We’ll just provide honest facts and let the photographs speak for themselves; allowing the reader to plan their own special journey. The guide books are light weight and pocket sized; perfect for throwing into a handbag or rucksack to carry around. With lots of space to jot notes, give ratings and add your own newly found hidden gems; this guide book is the perfect travel companion. Each book will become unique to the reader, full of useful opinions and helpful hints that have been written by them; ideal for jogging their memory in time for their next visit. The guide books will be photography led, as we believe that photographs speak loudest. We know that in this day and age physical books can sometimes seem a bit old hat; that’s why we’re going to create an interactive e-book mobile phone and tablet app that can be used either alongside or instead of the guide book. This app will provide information about each of the handpicked places in each city; allowing the user to create an online scrapbook of images, notes and ratings of each place; which can be accessed once the user has returned home from their trip. The app will be kept up to date with new additions getting added regularly.
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Demographic
Handpicked Britain aims to reach the inhabitants of each individual city and beyond. The target audience is 18 to 34 year olds who enjoy seeking new experiences through arts, travel and food. They like to splash out occasionally on expensive meals and extravagant purchases and would describe themselves as optimistic, creative and open minded. With an equal ratio of male and female consumers, the ‘Handpicked’ collection aims to appeal to a wide range of people. Handpicked Britain is not only targeted at the adventurous tourist, but also at the creature of habit inhabitant. They’re invited to become a tourist in their own city. There are too many people out there who would rather visit their favourite spicy chicken restaurant on a regular basis, than stray off the beaten track to a new and exciting independent eatery; and we think they’re missing a trick. Here at Handpicked, we focus on the unsung hero, that’s why you’ll never see us telling you to hop on a red double decker in the capital city. We’re a firm believer that that exploring a city is all about trying new things.
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Location
The first city to feature in the collection is going to be the ‘2008 Capital of Culture’; Liverpool. The book will be called ‘Handpicked Liverpool’ and will feature local public art work and a wide selection of creative venues. To get a real insight into Liverpool’s creative sector, we will work closely with individuals who are involved in this industry every day, such as local artists and photographs, as well as owners of local independent businesses. This will provide readers with an accurate insight of how to live like a local. This guide book and app will be released as a trial product; we will then review the concept, asking for consumer feedback, before beginning the improved process again with another British city. If Handpicked Britain becomes as successful as anticipated, there is potential for the brand to spread further afield; releasing a range of guide books for cultural cities around Europe.
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Marketing
It’s paramount that Handpicked Britain is kept up to date, with new places being shared with consumers on a regular basis. The most efficient method of doing this will be by setting up an online blog. This will not only keep readers engaged with the brand, but it is also an inexpensive form of marketing, resulting in more and more people hearing about the ‘Handpicked’ brand. This blog will be run alongside various other social media platforms; including Facebook, Twitter, Tumblr, Pinterest and Instagram. The aim of these pages is to engage and interact with consumers, as well as share current news about the brand.
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Competition
Handpicked Britain differs to anything that is currently on the market, as it is an interactive guide book that becomes unique to each user. Street art and public art is something that can define a city and give it real character, yet it is often left out of city guides. The Handpicked collection embraces all things creative and therefore feels that this is something that is imperative in the guides.
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References
Page 8 Image One Favim, (2013), Black & White Woman. Available at: http://favim.com/ image/429919/ [Accessed 14 February 13]. Image Two The Fashionisto, (2013), Nick Heymann. Available at: http:// thefashionisto.com/nick-heymann-for-man-quarterly/ [Accessed 14 February 13]. Unless otherwise stated all photographs that have been used are my own.
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